Have you ever thought about how your customer feels when interacting with your brand online?
In a Google search, a social media conversation, and interactions with apps and websites, a digital experience sets a business apart from the competition.
If you want to gain visibility and stand out through your Digital Marketing efforts, it is time to elaborate and run a strategy focused on creating rich, compelling experiences for your audience.
You will see how to do so in the following topics:
- What is a digital experience?
- What are the benefits of a digital experience?
- What are other companies doing?
What is a digital experience?
Before the digital era, businesses had a more passive way of thinking about how customers could interact with their brands and experience them.
Most of the focus in a branding strategy was on crucial points:
- advertisement: that could sell the greece phone number data concept of the experience;
- physical stores and other sales points: where customers would have the chance to consume products and services.
The biggest mistake companies still do today is trying to emulate that same plan in a completely different world.
They think the connection between brand and use email campaigns to build a community audience only happens when it is actively purchasing something.
In the mid-1990s and even the early 2000s, there was a common question in quizzes and surveys: how much time do you spend online? This question doesn’t make sense anymore.
We are always online, whether in front of a PC or, even more, with a phone in our hands or pocket. And if we are 24/7 in the digital world, we are always ready to interact with a business or product.
A digital experience is the sum of all online interactions between the customer and the brand. It is part of the buyer’s journey — from sms to data discovery to conversion — but it is much more than that.
While investing in digital experiences, you are not only thinking about selling but also creating a solid image and connection with your target audience.
It is a cohesive and well-structured plan that makes any interaction meaningful and memorable. This includes:
- a conversation in social media;
- offering an app that helps your buyer persona deal with some of their pains;
- a browsing experience that makes an online store delightful to use;
- the hype for new products that generate excitement;
- the way you do customer service;
- content that informs and creates identification;
- covering a live experience that is important and engaging for your audience.
Therefore, a digital experience is all about branding. It involves how you develop an image, a voice, and a body for your company.
This should resonate with your customer and engage them in new interactions each day, creating a powerful competitive advantage.
What are the benefits of a digital experience?
How exactly does a digital experience strategy help your business stand out from competitors online?
The key is identification, differentiation, and presence. Let’s see some of these benefits.
Sticking to your audience’s mind
An important thing about great user interactions online is that they have a lot more potential to be remembered than passive content.
When the whole experience of getting to know and exploring your brand is powerful enough, you consolidate it in people’s minds — even when they’re not exactly buying something.
Think about all the brands you know and have interacted with, but you never purchased a product from. That’s the power of a good digital experience. That’s how you become known.
Making conversions cheaper
Good digital strategies always make conversions cheaper. We could think of this interaction as an engagement powerhouse.
When your audience has to be active to consume content, they invest more of themselves in the relationship.
This means you move leads faster towards conversion and get more visibility. Referrals, recommendations, social sharing, page retention — all of these benefits from digital experiences can boost your SEO.
